The Application of IoT Technologies in Smart Hotels to Enhance Customer Satisfaction and Loyalty: A Structural Equation Modeling (SEM) Approach
DOI:
https://doi.org/10.54536/ajth.v4i2.7179Keywords:
Bangladesh, Customer Satisfaction Loyalty, Internet Of Things (Iot), Pls-Sem, Smart HotelAbstract
The study discusses the impact of Internet of Things (IoT) technology in smart hotels on customer satisfaction and loyalty in Bangladesh. The researcher gathered 200 participants as quantitative data using a 5-point Likert scale. Partial least squares structural equation modeling (PLS-SEM) and ANOVA were used by researchers to test their research model. The hypotheses of the research (H1 to H8) imply intelligent automation, improved functionality, artificial intelligence-supported service, energy management, high-technology housekeeping, customized experiences, fast feedback, and greenery. The IoT applications lead to 58.9 percent of variation in customer happiness and loyalty (R² = 0.589). The ANOVA test demonstrates that the overall model is statistically significant (p < 0.05), confirming its validity and reliability. This research is relevant to the future of smart hospitality by proposing that the best application of the IoT technology is strategic, as it would optimize the visitor experience and thus happiness and loyalty, which can be valuable to hoteliers and regulators.
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Copyright (c) 2026 Md. Sohan Hossain, Md. Rasel, Md. Nafij Mondol, Md. Azizur Rahman, Fahim Hossain
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